if I were running a news agency, I'd refuse to give him a single line of publicity until after the Apprentice season finale.
There's this issue, that the media largely 'determine who can win' by who they choose to cover, and so editorial decisions to not cover someone have a thine line between not covering someone for a reason you agree with, and blocking the election of someone by not covering them for worse reasons.
Everyone will say 'the media should make these decisions for fair reasons, and not be kingmakers', but there is no clear definition of what's 'fair', given that 'fair' can be based on whether the person 'has a real chance', but the very fact of covering them before that can decide whether they get many votes in polls.
Then there are more arbitrary factors like the public appetite for spectacle.
This is all supposed to rely on the public having he good sense not to support a terrible candidate, but Trump's #1 standing in Republican polls addresses that.
While you and I are happy to exercise our consumer rights by not wanting to read about him, many Americans feel otherwise. And yes, money corrupts these things.
On the issue of whether he'll run, his history suggests he'll weight the pros and cons on how it benefits him, and it's mostly upside right now, increasing his 'brand'.